01 | INSTANT BRANDS
OVERVIEW
Instant™ and Instant Brands™ are a well known small kitchen appliance brand, sold worldwide. Designed to simplify and hasten the cooking process for everyday busy families — especially with the famous Instant Pot™ (taking hours of cooking time down to minutes). The task was to present a cohesive concept design for packaging, for the range of products under the Instant™ umbrella (air fryers, pressure cookers, kettles, coffee makers, etc.), and elevating the brand to stand out against the competition.
THE CHALLENGE
A few main challenges were that the brand didn't have a lot of on-shelf presence when placed on the shelf with competitor brands. Additionally, they wanted to make the products seem more fun and easy to use without fear — considering there has been an underlying fear that pressure cookers were unpredictable. With an already established logo featuring a red 'a', there was also the challenge of how to create an appealing design that had to feature both red and pink in the design.
RESULTS & IMPACT
The final presented product was a standout against other design trials during consumer testing. The design was more elevated, and displayed the product features in a clearer and more appealing way. Food presentation ideas on the front and side panels also created inspiration — intending to lure the consumer to buy and try themselves. Examples below also show how the elements and design work for the different levels of 'good', 'better', and 'best' categories of products.
